This campaign had a brilliant strategy. The client had a smallish budget but wanted to make a lasting impression. So, the team decided to go digital and go big. Kevin Hart was chosen because he had crossover appeal and he was on the cusp of superstardom.

He wasn’t cheap. But in lieu of buying traditional media, we decided to leverage his reach and debut the content via his social media channels. During the campaign, his Facebook followers crossed a major milestone: the 6 million mark. That was in 2012. He now reaches over 19 million fans, so this was definitely a once-in-a-lifetime deal.

The work also won the clients' trust in short order, resulting in an invitation just months later to join the pitch for Multicultural AOR.